The Transformative Benefits of a Productized Business
Professional service firms operate with the belief that everything they do is unique and that all client work is custom. No doubt we bring bespoke thinking to every engagement, but most engagements follow a framework; a set of steps that constitute a roadmap for diagnosing problems and prescribing solutions. By codifying these roadmaps, we can reframe our competencies as programs or even products. In place of a bullet-point list of services (which are generally widely available from similar organizations), firms can command a premium price for premium offerings …
Price the Building, Not the Bricks
Clients don’t want to buy hours or parts – they want outcomes. By packaging services into programs and pricing the deliverable instead of the labor, agencies can elevate perceived value, simplify pricing, and strengthen profitability. When you price the building, not the bricks, you transform your firm from a collection of tasks into a creator of complete solutions …
To Capture More Value, First Create More Value
Clients don’t buy ingredients – they buy outcomes. Agencies that list skills instead of solutions are missing the point (and the profit). By turning repeatable expertise into named programs and products, firms can demonstrate deeper value, create differentiation, and scale their impact. The key to capturing more value is simple: start by creating more of it …